Consultants employed to help Penarth, Barry, Cowbridge and Llantwit Major develop as the century progresses recommends they build on their heritage and links to Cardiff.

A major report on the future of Vale of Glamorgan's four historic main towns has recommended they build on their heritage and develop closer links with Cardiff.

The vision of the way forward for Barry, Cowbridge, Llantwit Major, and Penarth highlights ways that each community could play to and promote its historic strengths and reputation.

The town centre framework document by consultants Nathaniel Lichfield and Partners was commissioned by the Vale of Glamorgan council and will now be put out for widespread public consultation.

It is the latest in a line of studies and reports on the economic future of Barry and the other major towns in the Vale.

The economic downturn has hit each town in different ways and the consultants suggest targeted measures to ensure that each community – from the resort town of Barry to affluent Cowbridge – copes with the challenges.

The consultants say that links between Barry Waterfront and the town centre should be improved, while the historic attractions in the other communities of the Vale should be better promoted.

But the experts also say the centres share “cross-cutting themes which need to be tackled, including improving road and street maintenance, boosting transport links and access and making Cardiff's proximity an opportunity.

The study looks at five areas: Holton Road, Barry; High Street and Broad Street, Barry; Cowbridge; Llantwit Major and Penarth.

The authors say: “Cardiff will continue to be an influence upon the context of these centres.

“We recommend consideration of how these centres can positively respond to the opportunities offered by neighbouring larger commercial centres.

“The development of distinctive brands for each centre will be important in this regard.”

The study will be discussed by Vale council leaders next week.

Councillor Lis Burnett, the Vale’s cabinet member for regeneration, innovation, planning and transportation said: “The framework document will prove useful in considering future actions in respect of our town centres, both in terms of setting policy and implementation and project management.

“ It will also prove very useful as supporting evidence for taking forward future bids for funding key projects, regeneration activity and for working in partnership with agencies and organisations.”

She said meetings would also be held with traders, residents and other to get their feedback on the blueprint.

Barry Plaid Cymru councillor Ian Johnson welcomed the framework but said it was important that action was taken on the recommendations.

“We also need to ensure that regeneration money is spent to the benefit of these communities.”

He continued: “We must use out proximity to Cardiff to our benefit and not the other way around and ensure that trade and visitors come from Cardiff to Barry and the rest of the Vale of Glamorgan.”

The recommendations

Barry

The report suggests that Holton Road should “manage change for a viable 21st Century centre,” while High Street and Broad Street should become Barry's independent cluster and night time destination.

The report says: "Holton Road is lacking in vitality and viability as well as having a poor image."

They suggest a “renewed focus on marketing” and a “step change in image.”

On High Street and Broad Street the experts say: “High Street has a vibrant independent trader feel, whilst Broad Street acts as a lower quality night-time economy hub.” They suggest that efforts should be made to promote / High Street and develop Broad street as a gateway to the town centre.

Cowbridge

The consultants described Cowbridge as “an elegant market town with a wealth of historic buildings.”

They continue: “It is referred to as the Bond Street of Wales and boasts a wide range of unique independent shops. It provides a chic shopping destination and experience but in order to maintain this momentum it is considered that the centre needs to continue to widen its offer, potentially with extended opening hours.” They say the town should be promoted as “Destination Cowbridge” but warn that any changes should be made gradually.

Llantwit Major

The report says: “The town benefits from some exceptional attributes, being located on the gateway into the Glamorgan Heritage Coast, an intriguing historical association with Welsh Saints and attractive historical quarter, railway station and extensive car parking provision.

“However despite these attributes, the centre does not appear to be thriving.

“Respondents reported a feeling of missed opportunity in fully capturing spin-off trade from tourists and visitors to the Glamorgan Heritage Coast and the neighbouring beach.”

They say that the town should be heavily promoted as the “Historical Gateway to Glamorgan Heritage Coast.”.

Penarth

The consultants say the town known as “The Garden by the Sea” should be promoted as the Vale’ s “artistic and cultural hub.”

They say: “Understanding what is unique about Penarth is the starting point for setting this vision.

"In order to begin to appeal to those people visiting the Cardiff Bay Barrage, Penarth Pier and Penarth Esplanade, an essential component of a successful centre is a clear brand.

"This brand should be easily understood, clear and built upon the centre’s unique qualities – its history, diverse and vibrant offer and the creative and artistic sector.”

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